# How TikTok Shop is winning over major brands

Page: https://stenobird.com/podcast/the-modern-retail-podcast-743360/how-tiktok-shop-is-winning-over-major-brands
Text version: https://stenobird.com/podcast/the-modern-retail-podcast-743360/how-tiktok-shop-is-winning-over-major-brands.md
Podcast: [The Modern Retail Podcast](https://stenobird.com/podcast/the-modern-retail-podcast-743360)
Published: 2026-05-02T04:00:00+00:00
Episode link: https://www.modernretail.co/technology/how-tiktok-shop-is-winning-over-major-brands/
Audio file: https://pdst.fm/e/traffic.megaphone.fm/DIGI8016855025.mp3?updated=1777586044
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JSON: https://stenobird.com/v1/public/podcasts/the-modern-retail-podcast-743360/episodes/how-tiktok-shop-is-winning-over-major-brands
Duration seconds: 2032

## Resource

On this week's episode of the Modern Retail Podcast, co-hosts Gabriela Barkho and Melissa Daniels are joined by Modern Retail's platforms reporter Allison Smith to dig into why TikTok Shop is becoming a more legitimate sales channel in the eyes of bigger brands. Less than three years old, TikTok Shop now makes up roughly 20% of all social commerce sales, according to data from eMarketer. The rest of the category is dominated by Meta. Last year, the company drove $500 million in sales during the four-day stretch from Black Friday to Cyber Monday.In response, more established legacy brands and mid-sized companies are popping up on TikTok Shop. Smith reported this March that sales from big-name brands — those with at least $30 million in annual revenue — increased 97% year-over-year on TikTok Shop.The conversation discusses: How affiliates and discounts are powering acquisition. What it's like operating on TikTok Shop as a big corporation versus a smaller startup. What it takes to succeed on TikTok Shop.

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## Transcript

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